Joie x Hearst Publishing Pop-Up

In a world of email pitches, virtual meetings and endless scrolling, there’s still real value in creating opportunities for people to connect in person.

For Joie’s first-ever publishing house pop-up at Hearst in New York City, Kaplow's Consumer team set out to do just that—bringing the global baby gear brand directly to the editors shaping conversations around parenting, lifestyle and family, and giving them a chance to experience the products firsthand.

The response spoke volumes. Approximately 115 editors, writers and Hearst staff attended—nearly triple our original goal—with teams from Good Housekeeping, Women’s Health, ELLE, Cosmopolitan, Harper’s Bazaar and more stopping by throughout the day.

More important than the turnout was what happened once they arrived. Editors tested products, explored Joie’s approach to safety and design, talked parenting trends and connected directly with the Joie and Kaplow teams. In many cases, relationships that had lived primarily in an inbox became real-world conversations.

We also saw firsthand that experiential doesn’t have to mean elaborate. A coffee cart serving more than 75 drinks became a natural gathering point, encouraging people to stop by, linger and explore. The best experiences give people a reason to come—and a reason to stay.

For brands competing for attention, that matters. Earned media, influencer partnerships and digital storytelling remain essential, but thoughtfully designed IRL moments can build familiarity and connection in a way few other tactics can.

It’s something we’ve seen throughout Kaplow’s history: the strongest brand stories create an emotional connection. Sometimes that starts with a great pitch. And sometimes, it starts with putting the product in someone’s hands—and a coffee in the other.